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How to excel across ALL areas of modern B2B marketing: from getting your message out, to generating demand, to enabling your sales teams
To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real.
In The Complete Guide to B2B Marketing, King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to:
You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable – whatever your company's size, product, service, or industry.
Download the sample pages (includes Chapter 1 and Index)
Part I: Trends
Chapter 1: The Evolving Marketing Landscape
Part II: Tools and Technologies
Chapter 2: Strategy and Evaluation
Chapter 3: Analytics
Chapter 4: Experimentation and Optimization
Chapter 5: Marketing Automation
Chapter 6: Targeting and Personalization
Part III: Tactics and Techniques
Chapter 7: Planning
Chapter 8: Programming, Part 1: Brand Awareness
Chapter 9: Programming, Part 2: Demand Generation
Chapter 10: Programming, Part 3: Organizational Enablement
Chapter 11: Budgeting
Chapter 12: Staffing
Chapter 13: Measuring
Chapter 14: Conversations with B2B Marketing Experts
Chapter 15: Summary
Part IV: Appendices
Appendix A: Marketing Plan Outline
Appendix B: An Examination of the Marketing Communications Tools and Techniques Used by Akamai Technologies During Its Sponsorship of NetAid